Creative content campaign to boost intrastate tourism in SA.

South Australian Tourism Commission (SATC)
Project
Great State Voucher scheme
Year
2020-21
Client
South Australian Tourism Commission (SATC)
Challenge

When state border closures due to COVID-19 significantly reduced the number of interstate visitors to South Australia, CBD and regional hotel room vacancy rates increased significantly.

To drive vibrancy back into the Adelaide CBD and regions and stimulate the visitor economy, SATC devised the Great State Voucher scheme.

This scheme offered visitors $100 vouchers for use at participating CBD and North Adelaide accommodation, and $50 vouchers for regional and suburban accommodation.

Strategy

Fuller was engaged by SATC to develop the creative concept and messaging for round one and two of this scheme, as well as execute a five day shoot and edit.

The outputs were a series of seven 15-second videos to be deployed across digital channels, including Facebook, Instagram and Catch Up TV.

Results

Round one of the campaign was in market from 15 to 31 October 2020, and round two was in market from 9 December 2020 to 5 January 2021.

When the first round of vouchers launched, almost 75,000 vouchers were allocated in just 39 minutes.

Round two of the Great State Voucher scheme generated more than 36,000 bookings – and attracted over 1.1 million product views through the southaustralia.com website.

Between round one and two of the vouchers, more than 60,000 bookings were made, worth more than $31 million to the South Australian economy.

Due to the overwhelming success of round one and two, Fuller is thrilled to be appointed as the creative agency for rounds three and four of the Great State Voucher scheme.

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